Complete Local SEO Guide / Step 7
How to write local SEO content that ranks
With the topics chosen, you turn each one into a page. There are two deliverables: an SEO brief for approval, and a full article. Both are written by a real SEO writer, in the business voice, built around the keywords you set, and both expect a human edit before they go live.
- Two deliverables: an SEO brief for approval, and a full article, both in the business voice, around the primary and secondary keywords you set.
- The writing runs as a staged process: prepare, write, refine, enhance, add media, finish.
- Each page is answer-first, with a clear heading hierarchy, an author byline, and LocalBusiness schema.
- Write the brief first when a client wants to approve the direction, otherwise go straight to the article. A human edit before publishing is always expected.
Two deliverables
Every topic produces one or both of two things. The first is an SEO brief, a short plan of the page that goes out for approval before any drafting: the angle, the headings, the keywords, and what the page will cover. The second is the full article itself. Both are written by a real SEO writer in the business voice, built around the primary and secondary keywords you set for the page, so the finished work reads like the business wrote it, not like a template.
The staged writing process
The writing is not one pass. It runs as a staged process, and each stage has a job: prepare, write, refine, enhance, add media, finish. Preparing pins down the angle and the keywords. Writing lays down the full draft. Refining tightens the language and the structure. Enhancing deepens the thin spots. Adding media brings in the images and anything visual the page needs. Finishing checks the page end to end before it is handed over.
Whatever the stage, the page comes out answer-first: it answers the question up top, then supports the answer below. It carries a clear heading hierarchy, an author byline that shows a real person stands behind it, and LocalBusiness schema so Google can read the business details cleanly. A human edit before publishing is always expected, never skipped.
Content types
Not every page is the same length or shape. Match the type to the job the page is doing.
| Type | What it is |
|---|---|
| Service or category page | A foundation page for one service, 1,000 to 2,500 words, proving what the business does. |
| Supporting content | Answer-first, around 1,500 words, linked to its foundation page to add topical depth. |
| Location page | Written as [Service] near [Landmark] in [City], linked from a Locations hub. |
| Trust page | Pricing, process, guarantees and fit: the pages that answer whether the business is right for the reader. |
Anchor text and internal links
Internal links carry weight, so place them with care rather than scattering them. The rules are simple and worth holding to.
- Use at most one editorial link per paragraph of about 100 to 200 words. One strong link beats three weak ones.
- The paragraph around a link has to be relevant to the page it points to. The link should feel earned by the sentence it sits in.
- Keep links to unrelated pages out of the body. Gather them under their own heading instead, where they do not pull the reader off the topic mid-paragraph.
- Use descriptive anchor text that names the target topic, so the reader and Google both know where the link goes. Never use "click here".
Write the brief first when a client wants to approve the direction before you commit to a full draft. The brief lays out the angle, headings and keywords for sign-off. When the direction is already settled, skip the brief and go straight to the article. Both are written by a real SEO writer in the business voice.
How long should a page be?It depends on the type. A service or category page runs 1,000 to 2,500 words. Supporting content is answer-first and around 1,500 words, linked to its foundation page. Location pages and trust pages are sized to the job rather than a fixed count. Match the length to what the page needs to do, not to a target.
Does the content still need a human edit?Yes, always. Every page is written by a real SEO writer and still gets a human edit before it is published. The staged process of prepare, write, refine, enhance, add media and finish produces a strong draft, but the final human pass is a fixed part of the method, never skipped.
How should I place internal links in an article?Use at most one editorial link per paragraph of about 100 to 200 words, and make sure the paragraph is relevant to the page the link points to. Put links to unrelated pages under their own heading rather than in the body. Use descriptive anchor text that names the target topic, and never use "click here".
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